Executive Briefings

When Your Business Goofs, CRM Can Be Your Best Friend

By: CRM Buyer 05.15.2012

There are three things certain in life. We all know the two cited by Benjamin Franklin, but there's a third certainty that we all face regularly and have to cope with constantly - that we'll make mistakes. Everyone makes them; if it hasn't happened to your business, you haven't been in business long.

So, not only do you have to understand the value of the customer to you - you should also have an idea of what the customer values. Figure that out, tailor your efforts to make amends based on it, and you're on the way to turning a problem into a potential loyalty-builder. You can't do any of this without the knowledge your CRM system should be providing you - and you can't get that knowledge without really working on CRM before the mistake is made.

So, not only do you have to understand the value of the customer to you - you should also have an idea of what the customer values. Figure that out, tailor your efforts to make amends based on it, and you're on the way to turning a problem into a potential loyalty-builder. You can't do any of this without the knowledge your CRM system should be providing you - and you can't get that knowledge without really working on CRM before the mistake is made.